164 GUIDELINES FOR ADOLESCENT NUTRITION SERVICES
Media Literacy Youth also need to be aware of the power of the media and learn how to view media with a critical eye . Media literacy skills can be taught to young children and can continue to help youth make their way through the life-long sea of media they will encounter . Once young people learn about overt media tactics , they are empowered and can experience media in a different way . Table 7 lists some of the multitude of media techniques commonly used . Discuss these techniques with youth and teach them to recognize how companies use these techniques as they experience media , particularly as it relates to body image and self-esteem . Encourage them to share their new knowledge with their peers and parents .
Media Tricks :
TABLE 7 Media Tricks and Techniques
• Computer retouching of photographs of models in magazines and catalogs
• Special lighting positions to highlight certain areas of the body and block out others
• Replacement ( in ads , movies , videos and television ) of one person ’ s body part with another person ’ s more flattering or desirable body part
Media Techniques :
• Symbols ( pictures or characters associated with products )
• “ Scientific evidence ” ( using scientific sounding language or a using a health professional ( certified or not ) to present product information )
• Exaggeration ( using hype to make a product sound fabulous )
• Humor ( make people laugh , either related to product or not )
• Name-calling ( speaking poorly of another product or using comparisons )
• Flattery ( either flattering the potential user of the product or characters flattering each other )
• Bribery ( particularly common in food advertisements )
• Using groups to sell product ( especially with young people , form of peer pressure )
• Repetition ( again and again and again and again and …)
• Simple solutions ( the idea that this product will solve your problems , popular with youth oriented ads )
• Age group specific target markets ( specific ads are targeted to specific age groups )
Source : Adapted from Bob Gannon , Executive Director , New Mexico Media Literacy Project http :// www . nmmlp . org
Once young people understand how media tries to target them , they can more carefully decipher the advertisements they see and take a stand against the negative effects media may have on their body image . Media literacy training groups can provide useful training to youth and the professionals who work with them . Clear , concise information for use when educating youth about media and its effects is available on the web and in print .
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